Three ways for pre-publishing content material to enhance your content material efficiency

Don’t you want your blog content to perform better?

Well who doesn’t, right?

Here’s a new idea for you: Start marketing your content before you publish it.

In fact, you should incorporate your future methods of promoting and engaging content into your content while you are still writing it.

Using these pre-publication content marketing tactics can help you generate more links, rank your article higher, and increase your engagement on the page. Here’s how:

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1. Identify who might be linking to your asset and start activating earlier

So you have a topic idea and you are about to create your content, but first comes the content research. To research a topic before covering it, bloggers usually use google, review what has already been written, and try to do better.

I suggest adding another thematic research component: link building research.

In other words, you want to find out who is referring to top content on your chosen topic and try to repeat that tactic in your future article. In order to:

Step 1: Identify high-level articles on your topic

You can just use google for this task. I also use this Greasemonkey plugin that generates the list of all organic results. This allows these URLs to be easily copied for further research:

This step is very easy. The only tip I want to add here: try to look for complementary content, not just your direct competitors. For example, when I want to make the ultimate list of content marketing tools, I also look for something like “Why content marketing matters”.

The idea is that you want your future content to add something to what has already been written. That way, one of your outreach email templates has the following: “I thought your article was a lot more actionable if you add a link to mine …”

Step 2: Research the backlinks of these articles

Next, use your favorite SEO tool to research your future competitors’ backlinks. Use a table to write down different types of backlinks that you would also like to get, for example:

  • Curated resource lists
  • Links from influencers
  • Links from colleagues and friends
  • Editorial links from huge blogs, etc.

These competitive research tactics allow you to go deeper, but what you really want to focus here on is identifying a person behind that link (link article author, link site owner, etc.) since you will start making links build with people, not websites or pages.

Note: ignore the links of scrapers. There will be a lot of these and they can really mess up any data. Focus on links from real websites with approvals, comments, obvious authorship, etc.

Step 3: Start building connections with the authors and editors before writing your article

This is very important: you want to plan your future article using these link building ways to get a better chance of generating those high performing links:

Link type: Possible way to plan your future article to better fit this link opportunity:
Curated resource lists Make sure your item fits into one of these existing categories on the list
Links from influencers / experts Reach out to these influencers and have their quote (opinion) included in your article. Influencers are more likely to link if they are presented on this page
Links from colleagues and friends Follow these people everywhere and start interacting with them on a daily basis. Think of this as “lead nurturing,” which increases your chances of building lasting partnerships.
Editorial links from huge blogs Find out the writers and editors of these websites and start interacting with them on social media. Also, invite them to contribute a quote about your article.

Here are some additional outreach tactics and tips to inspire you.

2. Build social media anticipation

Ever since Apple had us all line up in front of their stores to wait for the new iPhone, we’ve known the power of audience excitement.

If so, why do we rarely use this tactic in content marketing?

Make it a habit: if you’re working on a solid content asset, start building anticipation sooner.

This can include:

Creating a Coming Soon Mini Landing Page

This page should have some key points about what you are going to cover and why this article is going to be great, and allow users to be notified when it is live. Then, promote your landing page on social media and via email. Here is a step-by-step guide on how to create “Coming Soon” pages in WordPress.

Once your article is actually online, you can redirect your “Coming Soon” page url to your actual content and save all of the traffic and backlinks you were able to create in the pre-publishing phase.

Another benefit of using the “Coming Soon” pages is the ability to re-enlist people who’ve visited them once and serve them your new URL when it’s live.

This is one of the best on-page engagement tactics: your return visitors are more likely to click a link or sign up if they’ve already seen your landing page and know the article is coming.

You can create these re-engagement ads across the website using Finteza, a web analytics suite that supports advanced personalization.

Invite your audience to come up with their ideas and questions

Create a quick form and encourage your social media followers and email subscribers to ask questions that should be covered in your future article. This is a great idea as well as an engagement tactic.

You can use Google Forms to do this (which also pulls an email address for each contributor so you know when your article is online).

Tip: If you time your content well, you will likely find that people are very eager to take your survey. It is a good idea to use Google Trends when planning this strategy.

Compiling surveys for your audience

This is a great way to create “data-driven” content that always draws links like crazy. Always encourage your respondents to provide their email address in case they would like to know the results.

This is an incredibly effective lead generation tactic! Here are some powerful methods for incorporating surveys into your WordPress site so that you can promote your own URL instead of a third-party URL.

Create a video teaser to generate buzz on social media

Native videos (i.e. those that you actually upload to a platform) get a lot of visibility on social media. Plus, if you get it right, you’ll generate an emotional response and improve your social media engagement.

I use Renderforest to create all kinds of visual and video assets including teaser videos. It’s a pretty advanced yet easy-to-use online video editor that gives you access to hundreds of templates and makes your own.

Edit an existing video template by adding your subtitles, pictures and videos. You can also brand your videos with your color palette and logo.

Additionally, you can use this video on your Coming Soon landing page to make it more engaging! It is also a good idea to promote your landing page on social media. Here, too, you invest in data at this point: If your current article is online, you can appeal to your previously engaged Facebook target group again. This is one of those Facebook ad hacks I wish I knew about years ago.

You can definitely use some or all of the tactics to create pre-release anticipation prep so you don’t have to choose any. They all complement each other well and make your final content much more useful.

3. Test your headline

Don’t underestimate the power of your article headline! Your article headline determines your page click and social media visibility, as well as organic search, so you better get it right!

There are a number of tools you can use to improve your headings. However, if you are really serious about your future content asset, it’s a good idea to get some feedback before choosing a final heading.

Create a mini poll and send it to your friends and co-workers asking them to pick a heading to click on. You only need one day to create a survey and collect the responses. So don’t neglect this step.

Note: Make sure to sort your answers randomly as people tend to stick to the top answer.


If your usual content marketing process is all about creating content and identifying the promotion of content when it’s live, you may be losing a great opportunity here. Instead, try to bake your future Tactics for promoting content in your content creation process.

This makes your content marketing much more informed and therefore more effective. Treat each of your future articles as projects and set up a thorough marketing routine prior to publication. Your content deserves it!

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